共同創造創意旅遊體驗中的喜悅與記憶：兼論互動品質的調節角色

Delight and Memories in the Co-creation Experience of Creative Tourism: The Moderating Role of Interaction Quality

共同創造的精神著重「合作」與「投入」，其更能促進創意旅遊中「參與」與「體驗」之核心概念，能否發生喜悅與記憶感，其關鍵乃在互動品質的良窳。本研究從共同創造出發，分別探討其對遊客喜悅感與記憶感的影響，並探討互動品質的調節角色。本研究以立意抽樣法調查443位創意旅遊體驗的遊客。運用結構方程式模式驗證研究變數間之因果關係。研究結果發現：遊客的共同創造愈高，愈易獲得喜悅感與記憶感；再者，遊客與服務者互動品質愈佳，愈能獲得喜悅感與記憶感。最後，在高度互動品質之狀況下，共同創造對喜悅感與記憶的關係，將會優於低度互動品質之狀況，本研究據此亦提出若干理論意涵、管理意涵以及未來研究方向。

The spirit of co-creation is focused on collaboration and engagement, and it can promote the core concepts of “participation” and “experience” in creative tourism. The key to whether delight and memories can be created is interaction quality. This study started from co-creation and discussed its influence on tourists’ delight and memories. In addition, the moderating role of interaction quality was discussed. In total, 443 tourists with creative tourism experience were recruited through purposive sampling. Structural equation modeling was used to verify the causal relationships between the study variables. The results indicated that the higher the tourists’ co-creation, the more likely they were to obtain delight and memories. In addition, the greater the interaction quality between tourists and servers, the more likely the tourists were to obtain delight and memories. Finally, under high interaction quality, the relationship between co-creation and delight and memories was superior to that under low interaction quality. Based on this, this research also proposes a number of theoretical implications, management implications, and future research directions.